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Tourism Marketing in Lithuania: Review of products

Last week I was teaching a course in Lithuania Tourism Marketing specially created to help tourism authorities of this country to increase the number of tourists coming to their land.

Lithuania, like many European countries have problems with the fall of the Russian market. Where appropriate, in particular, they have lost 4% of gross domestic product because of the boycott of Russia to Europe and the sanctions imposed by the EU to Russian companies.

A level of tourism the negative effect of the anti-Russian campaign is even more worrying because tourism revenues have fallen by 34% in 2015.

So this training was really important to them and their tourism strategy both publicly and privately.

Sell ​​experiences rather than sell products or services

Since the WTO (United Nations agency dedicated to developing countries through sustainable tourism) and the foundation ThemisA three-day course was prepared to treat them the following:

  1. New emerging markets. So Lithuania as a destination and tourism enterprises in Lithuania from recognizing further the markets that are now growing and can provide more tourists.
  2. Practical workshop on creation of tourist experiences. In this workshop we show how we can create experiences that will last in the memory of visitors and attendees worked on creating experiences thinking especially tourists from emerging markets that had worked the day before.
  3. Practical workshop on Digital Marketing for tourism entities. This workshop shows how the main tools of digital marketing work, both to attract traffic to a website to make and also to monitor the effectiveness of campaigns. Students actively participated in the implementation of actions to publicize the experiences created the day before the first day of the analyzed markets.

Everything was good. The assessment of the course by the students was very positive and the truth is that the experience of teaching this workshop in Lithuania has also been very enriching. Lithuanians are a great people, somewhat shy, even with vestiges of the era in which they were part of the extinct Soviet Union, and eager to learn and to get a place on the world tourism.

I called attention to 2 things:

  1. Los lituanos están obsesionados (sin que este sea un término negativo) en el turismo de raíces. El primer día de clase, cuando analizábamos los mercados emergentes y los asistentes debían definir segmentos de mercado y debían crear las “personas” asociadas a esos segmentos, todos los grupos se centraron en atacar a los descendientes de lituanos que son residentes en estos mercados emergentes. Es algo con lo que no me había encontrado nunca en clase… tanta concentración y tanto esfuerzo en el turismo de raíces y en “traer a casa” a los descendientes de lituanos emigrados.
  2. Los lituanos son súper católicos, pero les encanta ser los “últimos paganos de Europa”. Todos los grupos de trabajo que creamos entre los asistentes al curso, en algún momento, trataron el tema de crear un conjunto de experiencias relacionadas con el hecho de que fueron la última nación europea en ser cristianizada. “The last pagans”… suena a película… igual se deciden ha hacer algo así… no sé…

Anyway ... an experience. repeat I hope to, and that is to further expand the share of digital marketing, as both attendees hotels, like the managers of destination who came to the course, left wanting to know more and go deeper into the tools that we show .

Here I leave with an image gallery with some photos of the course.

Newzealand.com, web page book and comprehensive strategy to tourist destination

These days I'm working on the preparation of a course that impart Digital Tourism Marketing for the government of Lithuania on behalf of the WTO (World Tourism Organization). Reviewing literature and looking for practical examples of how to apply modern marketing (oriented customer and well segmented) to a destination, I have given to the strategy of New Zealand and reviewing its new website promoting tourism, I have seen that is book and can super serve as good example on how to be a tourist site.

The website promotion is this: www.newzealand.com aquí ya observamos orientación al cliente dividiendo a los usuarios en 4 grandes grupos. Para el ejemplo, nosotros clicaremos sobre “holidays” y así entramos en la parte turística. Una vez dentro, podemos observar los recursos turísticos inventariados, en la primera pestaña, y las actividades que pueden realizarse en ellos en la segunda pestaña. Es una excelente manera de enfocar el contenido desde dos puntos de vista diferentes. Para seguir con los buenos ejemplos, clicaremos “fly fishing” en la actividades y nos iremos a pescar a Nueva Zelanda. En la página dedicada a la pesca, siguen al pie de la letra el framework del “Customer journey” que recomendamos en las clases de la OMT: tienen información para hacerte soñar, para ayudarte a planificar el viaje, para ayudarte en la contratación de los productos turísticos, para que tengas una buena experiencia y para que la puedas compartir con otros. Es excelente. Una página web de libro de “promoción de destinos turísticos”.

The web strategy is this other: www.tourismnewzealand.com/markets-stats. Here we find an accurate radiograph of tourism in New Zealand by sending countries, types of tourism, and all kinds of statistics. In the area dedicated to research "research" are very interesting infographics for each source market, well established and in explaining the strategy to attract each of the selected segments. All a good example of creating segments and creating tourism product for each segment.

Overall, it's a super good practice that serves well to illustrate how a strategy should be created, how to diversify supply and how then applied this to the creation of a website to promote tourism. No doubt I will use it to help the Lithuanians to not depend on the Russian outbound market.

I hope you will also be useful.

We're going talking.

The best tools to know your position in Google

Although we are in the holiday period I am spending a few days to complete a work commissioned by the Themis Foundation (Part of the World Tourism Organization) and I had to check the positioning of a website. My surprise was great when I found that some of the tools I normally use, no longer work or are paid now (and therefore not be able to use them in class with my students). So here's this article updating the list of tools that will help us to know our position in Google.

google Analytics

This is by far the best tool to know our position for certain key phrases. But it only works if three circumstances:

  1. Google Analytics have access to the web.
  2. Google Analytics is properly configured and connected to Google Webmasters (if you know how to do it here I'll explain: Connecting Google Analytics with Google Webmasters )
  3. Our SEO is well done and as we position for the key phrases (otherwise, Google Analytics will not tell the position of our website)

Find information about our position in: Google Analytics -> Purchase -> SEO -> Queries.

Unfortunately I do not, at work I should finish this holiday, access to Google Analytics website ... I must use other tools.

SERPS

For me this is one of the best tools today. In its free version it allows multiple searches and the results offered are useful as they can be segmented by country and by search engine.

Try it here: https://serps.com/tools/rank_checker

Google Position Checker tool

This is also a good tool for monitoring the position of a website in Google. 100% free. Even if you only indicates the position if you are among the top 300 search results ... but it is more than enough.

Try it here: https://www.searchenginegenie.com/google-rank-checker.html

NO RUSH

This used to be 100% free and my favorite tool. Now only it allows you to make a certain number of searches per day with the free version. In class it does not work because it detects multiple connections from the same IP (the university) and blocks searches.

In SEM RUSH we find our position if we are in the top 20 of Google for "Google organic results," plus another equally important for good SEO strategy information. You can also create a free project monitoring: SEM Rush -> Projects -> New Project.

Still a good tool.

Try it here: http://es.semrush.com/

New additions to the list

Here's this other form recommended by Marco through one of the comments of this article tool.

SEO BOOK: http://tools.seobook.com/firefox/rank-checker/ free tool that checks the position in Google and Bing.

Well, I hope this article has been helpful.

We talk to each other!

Teaching in Zimbabwe

During March I had the pleasure to start working as a "facilitator" of the training programs of the IN ORDER TO (World Tourism Organization), the body of the United Nations which manages the development of peoples through Tourism.

My first mission was carried out in Zimbabwe and has been an unforgettable experience and very enriching human level.

on Zimbabwe

Zimbabwe is a complicated country.

Geographically, it is located in the Horn of Africa north of South Africa and Botswana, eastern Namibia and Zambia and west of Mozambique. No access to the sea, but within its borders it hosts one of the Wonders of Humanity: Victoria Falls.

A nivel político, hasta 1980 no terminó la guerra civil que se había iniciado al proclamar su independencia del Reino Unido en 1965. A partir de ese momento, empezó lo que ellos llaman “the relocation” (la recolocación), que consistió en expropiar la mitad de las tierras de la minoría blanca para repartirlas entre los más pobres de la mayoría negra. Los que se opusieron a ello, murieron. También expropiaron empresas internacionales, grupos hoteleros, etc … todo esto hasta el año 2002. Momento en que fueron expulsados de la Commonwealth y se inició un boicot internacional para penalizar los hechos y la brutalidad con la que se llevaron a cabo. La reputación de Zimbabwe cayó por los suelos y quedaron aislados.

Es imposible juzgar lo que se hizo… cuando estás allí y te pones en su situación, yo pienso que seguramente también cogería un AK47 y empezaría a nacionalizar bienes ajenos. Pero también sé ponerme en la piel de los blancos a los que les quitaron la mitad de sus propiedades (visitamos y nos entrevistamos con algunos de ellos) y que sobreviven como pueden. Por eso digo que es complicado… no me siento capacitada para tomar partido.

Como país, tocaron fondo en 2010 cuando batieron todos los records de pobreza pasando a ser el país con el Índice de Desarrollo Humano más bajo del mundo. La causa principal fue la falta de productividad en los terrenos agrícolas expropiados, una epidemia de cólera y la corrupción, sumado al boicot internacional que terminó con el poco turismo que tenían y con las inversiones extrajeras (que ya habían liquidado ellos mismos cuando hicieron las expropiaciones).

At that time, they decided to sign some treaties, respect some human rights, draft a constitution and begin to remedy the problem. Among the resolutions is the abandonment of its currency (which suffered an unsustainable inflation) and adopted the US dollar and South African Rand as its currency of Zimbabwe.

This is where the United Nations program to help begins. Zimbabwe asked for help to recover tourism and take advantage of the Victoria Falls to promote itself internationally. Among other programs, our course of Digital Tourism Marketing was created from the WTO.

Over the course of Digital Marketing Tourist

El curso ha tenido una duración de una semana a razón de 7 horas diarias durante 5 días. Los alumnos han sido 60 funcionarios del Ministerio de Turismo así como miembros de otras autoridades turísticas del país. También se había invitado a representantes de países vecinos, pero sólo asistieron miembros de Seychelles y de las Islas Mauricio.

OMT methodology is very practical and is to use real cases for participants to perform their jobs and then be able to apply what they learn to their own departments. For this, I was required to be in Zimbabwe a few days before to visit the tourist sites that would be likely candidates to be the guinea pigs of the participants.

The visits are conducted the course coordinator Mouad Achhab (Morocco) and myself, the first few days, and we then joined Karin Elgin (Holland), the facilitator of the course with whom I share classes.

Fue interesantísimo visitar los recursos turísticos que hay alrededor de Harare (la capital de Zimbabwe). Visitamos varias reservas de animales (Zimbabwe es famoso por albergar los “big five” es decir: leones, rinocerontes, elefantes, búfalos y leopardos), visitamos pinturas rupestres en varias localizaciones, unas bodegas que producen un incipiente vino de Zimbabwe, un santuario de animales huérfanos, y otros recursos. En muchos de estos sitios, ofrecían además servicios de alojamiento en cabañas más o menos lujosas, según fuese su público objetivo. Lo que todos tenían en común es que no había clientes y que estaban convencidos de que era imposible tener una situación peor que la actual. Yo les doy la razón.

Al final elegimos 4 sitios y esos fueron sobre los que trabajamos en clase. Cada grupo de participantes visitó uno de los sitios y se entrevistó con sus administradores.

Los participantes cada día recibían una parte de teoría sobre estrategia de marketing y sobre marketing digital y aprendían a confeccionar una parte del plan de marketing del recurso turístico que tenían asignado. Para el viernes, los 4 grupos tenían los planes de marketing digital de los 4 sitios y empezamos las presentaciones como si se tratase de un tribunal en la Universidad. Los administradores de los sitios seleccionados fueron invitados a asistir a las presentaciones… y así lo hicieron algunos de ellos. El Ministro de Turismo también asistió a una presentación y clausuró el curso.

Los resultados fueron muy buenos ya que los cuatro trabajos eran de alta calidad (no hay que olvidar que todos los asistentes eran profesionales relacionados con el mundo del turismo). Los alumnos quedaron muy contentos con la metodología y con todo lo que habían aprendido. Los propietarios de los recursos turísticos, también.

For my part, satisfaction is full and I'm adapting this methodology and frameworks we use to explain the theory and practice my classes here. So I also feel I have learned a lot. Not only on Zimbabwe and the idiosyncrasy of a country that everyone does boycott, but also on how to get in 5 days, giving real people to change a situation power.

I am eager to participate in another mission ... and also to return to Zimbabwe, but this time with my family.

Along those lines I have included a small gallery of images taken during the course.

I hope you enjoy them.